5.4.5 Audiencias na internet

Aumenta a procura de conteudos wireless (rádio...)

«Of the estimated 30 million users of wireless access technology in the U.S., 75% or 23 million have wireless accessed Internet radio. In fact, 48% of those accessing the Internet via wireless technology seek out Internet radio. The number of Internet radio listeners accessing wirelessly will grow to 77 million by 2010 as wireless technology penetrates the average U.S. lifestyle. (...) The more time spent using wireless technology to access the Internet, the less time spent with traditional AM/FM radio. (...). In 2006, the average weekly time spent using Wireless connectivity to access the Internet rose to fifteen-hours-forty-five minutes. Sample:2200 Persons 15+. Margin of error: +/- 2.1%; Interviews conducted January 2 - March 1, 2007»

fonte: «The Bridge Ratings Report - The Impact of Wireless Internet , 21/03/07

 

Quando a internet ainda não era uma ameaça (e só havia a internet)

Do livro de 2000 de David Hendy (e a demonstrar que quando se fala do futuro - e do mesmo do presente - as analises devem ser muito cuidadosas):

«(...) not only is the fall in radio use among the young very small, but greater use of the Internet may itself help cushion any future drop. Research on the use of the Internet in British homes in 1999, for instance, suggested at while more than a third of people spend less time watching television and a quarter spend less time reading magazines since they are gone 'online', a quarter claim to spend more time listening  the radio (The Times 26 February 1999). In a similar survey in he USA, radio listening was actually down slightly in households which were online, though television watching was hit more severely (Arbitron 1999). Radio, in other words, is the medium which is most complementary to one of the fastest-growing leisure activities, namely surfing the net. This should not, of course, be surprising given radio's use as a secondary medium, listened to in the background, and precisely because it is eminently 'consumable' while doing other things. (Hendy, 2000: 128)

As audiencias na internet (e a publicidade)

«Internet radio audiences are growing rapidly and revenues associated to that growth are following suit, according to a new report from J.P. Morgan.
Analyst John Blackledge says in the report that Internet radio audience grew 33% from January 2005 to January 2006, jumping from 20 million to 30 million listeners per week over that 12 month period.
Unique overall visitors also grew at a strong clip, climbing 22% year over year to 59 million visitors in December 2006.(...)»

fonte: http://www.kurthanson.com/archive/news/012507/index.shtml

Audiências na net aumentam, mas não são medidas...

«The good news is that more and more terrestrial operators are providing streams of their AM and FM signals.  A recent J.P. Morgan analysis shows that broadcast stations are capturing a considerably larger share of overall Internet streaming.  It suggests that more than 20% is comprised of radio streams from CBS and Clear Channel stations.  Of all terrestrial broadcast streams, Clear Channel dominates 45% of this activity. On the one hand, this is good news because Internet audio is the way that AM/FM stations will find their way onto computers, and more importantly, phones, and Wi-Fi in vehicles. But the "meteor" side of the story is that broadcasters won't get full ratings credit for their streaming activity in Arbitron.  That's because most stations' streams aren't true simulcasts of their terrestrial signals because broadcast commercials cannot be carried on the streams.  Union/talent fees are at the center of this problem, necessitating stations to "fill" commercial clusters with all sorts of superfluous material (mostly unlistenable and clumsy, by the way). The bottom line is that sometime in 2007, Arbitron will very likely start reporting non-terrestrial listening (satellite, streaming, etc.), and a radio station's Internet stream will have to be listed separately.  It's not an "Arbitron thing," it's the way it has to be done in order for advertisers to truly get what they're paying for.»

fonte: «It's A Meteor!!!», Jacobs Blog, 16/01/07

A audiência da rádio na net está a aumentar

É este estudo (Arbitron/Edison Media Research study, "The Infinite Dial: Radio's Digital Platform", http://www.arbitron.com/downloads/digital_radio_study.pdf) que o diz:

«The study shows the number of weekly Internet radio listeners nationwide has jumped 50% over last year -- which means that now 12% of the U.S. population regularly tune in to Internet radio»

Cresce o interesse pela rádio na net

Mais deste estudo: online radio reaches nearly one in five (19 percent) persons per week age 18-34 and 15 percent of persons 25-54

«number of weekly Internet radio listeners nationwide has jumped 50% over last year.

In previous studies’ measurements from January 2003, 2004, and 2005, cume Internet radio listening remained nearly steady at about 8%. This new study, titled "The Infinite Dial: Radio’s Digital Platforms," shows that as of January 2006 that figure boomed 50%.

In other words, 12% of the U.S. population now regularly listens to Internet radio»

fonte: RAIN, «Net radio reaches surges 50% over last year», 13/4/06

(ACT) O problema da medição das audiências na internet

A questão é novamente suscitada no Wall Street Journal de ontem:

«An estimated 30 million Americans listen to Internet radio stations each week, up from 20 million a year ago, according to a January survey by Arbitron Inc. and Edison Media Research.

"The audience has reached ’a critical mass’ and ’advertisers are starting to take an interest in it,’ said Andy Lipset, managing partner of Ronning Lipset Radio, a New York ad agency that sells ads for several big Internet radio stations.

"But efforts to attract advertisers to the nascent market have been hampered by a debate over how individual stations -- everyone from small broadcasters like WOXY.com to giants like Yahoo Inc.’s Launchcast -- should measure their online audiences. There is no agreed-upon method. Instead there are dueling systems that can produce different stats.

"’If we all settled on using [one set of numbers] it would be better,’ said Jennifer Lane [pictured right], president of Net Radio Sales, a Providence, R.I., ad agency for small- and mid-sized Internet broadcasters. »

(fonte: «Ratings divide mey be hampering internet radio ad sales market», RAIN Newsletter, 21/3/06)

ACT a 2/4/06: « Clear Channel Communications Inc. is keeping a closer eye on who’s logging onto the company’s 1,200 radio station Web sites these days. Clear Channel (NYSE: CCU) selected WebSideStory Inc. to furnish its HBX Analytics application to measure and analyze visitor activity across Clear Channel Radio’s online network. WebSideStory (NASDAQ: WSSI), a company located in San Diego, develops and markets digital marketing and customer analysis applications. HBX Analytics will give Clear Channel the ability to track the popularity of audio and video content on each station site. It will also track what people are watching from Clear Channel Radio’s video-on-demand service, how many people are logged in to watch live radio station broadcasts, and what people are downloading on podcasts. Gerrit Meier, senior vice president and general manager of Clear Channel Radio’s Online Music and Radio division, says this agreement will give the broadcaster a more unified view of the performance of its online operations. »

fonte: «Clear Channel taps WebSideStory to track online behavior» San Antonio Business Journal - 2:14 PM CST Monday